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Changing Channels uncovers what it takes to get the next generation of technology to market. Join Larry Walsh, chief analyst and CEO of Channelnomics, for candid conversations with thought leaders, channel chiefs, and partner executives sharing actionable insights, best practices, and lessons learned in a channel that’s constantly changing. Each episode provides expert go-to-market guidance for enhanced performance in the channel.
Episodes
Tuesday Aug 05, 2025
Tuesday Aug 05, 2025
In this episode of Changing Channels, Larry Walsh speaks with Nina Harding, Corporate Vice President of Americas Global Partner Solutions at Microsoft, about how artificial intelligence is reshaping the channel landscape. From internal adoption of Copilot—Microsoft’s flagship AI tool—to the rise of AI-native partners, Harding shares how Microsoft is enabling its vast ecosystem to innovate faster, streamline operations, and deliver meaningful customer outcomes. Together, Harding and Walsh explore the growing importance of data readiness, partner-to-partner collaboration, and preserving the human element in AI-driven transformation—offering valuable insights for anyone navigating the evolving channel model.
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- Channelnomics: https://channelnomics.com/
- LinkedIn: https://bit.ly/2NC6Vli
- X (formerly Twitter): / channelnomics
About Larry Walsh:
- LinkedIn: / lmwalsh2112
- X (formerly Twitter): / lmwalsh_cn
- Bio: https://channelnomics.com/team/larry-...
About Nina Harding
- LinkedIn: https://www.linkedin.com/in/nina-harding-microsoft/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Jul 22, 2025
Tuesday Jul 22, 2025
In this episode of Changing Channels, Larry Walsh speaks with Tom Evans, Chief Partner Officer at Cloudflare, about how fostering an open, fun, and collaborative culture translates directly into partner success. Evans shares insights from his first year at Cloudflare, where he’s reshaping the company's channel strategy to accelerate growth and increase partner contribution. Learn how Evans cultivates an environment that balances high expectations with genuine enjoyment, promotes diversity of thought, and creates a sense of belonging, even in remote settings. It’s a refreshing look at how channel leaders can build strong, productive teams by making sure that work feels less like a job and more like a community.
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• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): / channelnomics
About Larry Walsh:
• LinkedIn: / lmwalsh2112
• X (formerly Twitter): / lmwalsh_cn
• Bio: https://channelnomics.com/team/larry-...
About Tom Evans
• LinkedIn: https://www.linkedin.com/in/tomevans2121/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Jul 08, 2025
Tuesday Jul 08, 2025
In this episode of Changing Channels, Larry Walsh sits down with Chris Bell, Senior Vice President of Global Channels, Alliances, and Business Development at Sophos, for an inside look at MSP Elevate—the company’s bold new program designed to reward committed partners with richer margins, exclusive capabilities, and unmatched growth potential. Bell shares how Elevate goes beyond the existing MSP Flex model by offering architect-level training, performance-based rebates, and early access to new offerings—all while simplifying the path to profitability. It’s a compelling playbook for how vendors can win partner loyalty and stand out in today’s competitive cybersecurity market.
Analyst Note - Sophos Elevates MSP Engagement With New Program: https://www.channelnomics.com/insights/sophos-elevates-msp-engagement-with-new-program
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• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): / channelnomics
About Larry Walsh:
• LinkedIn: / lmwalsh2112
• X (formerly Twitter): / lmwalsh_cn
• Bio: https://channelnomics.com/team/larry-...
About Chris Bell
• LinkedIn: https://www.linkedin.com/in/chrisgerardbell/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Jun 17, 2025
Tuesday Jun 17, 2025
Autodesk has overhauled its channel strategy by moving to an agency model, where the company handles transactions directly while partners focus on delivering post-sale value. The change provides Autodesk with greater pricing and data control, reduces the administrative burden for partners, and enhances the customer experience through streamlined systems and self-service capabilities. Early results show stronger renewal rates, higher partner margins, and improved operational efficiency. Rachel Tuller, Vice President of Global Channels at Autodesk, joins Larry Walsh on Changing Channels to discuss the strategy, transition, and results of this strategic change.
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• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): / channelnomics
About Larry Walsh:
• LinkedIn: / lmwalsh2112
• X (formerly Twitter): / lmwalsh_cn
• Bio: https://channelnomics.com/team/larry-...
About Rachel Tuller
• LinkedIn: https://www.linkedin.com/in/rtuller/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Apr 15, 2025
Tuesday Apr 15, 2025
Tariffs are top of mind across the channel. In this episode of Changing Channels, Larry Walsh talks with Lynn Smurthwaite-Murphy, CEO of Pluggable Technologies, about the wide-reaching effects of shifting U.S. trade policy. Lynn shares how Pluggable restructured its supply chain in response to Trump-era tariffs and how new rounds of uncertainty are forcing fast, complex decisions. The discussion covers pricing volatility, the limits of reshoring, and how to stay competitive in a crowded peripherals market. With decades of channel experience, Lynn provides practical insight on managing through disruption and maintaining strategic focus when the rules keep changing.
Follow us, Like us, and Subscribe!
• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): / channelnomics
About Larry Walsh:
• LinkedIn: / lmwalsh2112
• X (formerly Twitter): / lmwalsh_cn
• Bio: https://channelnomics.com/team/larry-...
About Lynn Smurthwaite-Murphy
• LinkedIn: https://www.linkedin.com/in/lynn-smurthwaite-murphy-icd-d-6454856/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Mar 11, 2025
Tuesday Mar 11, 2025
Vendors go to great lengths to create channel programs that enable and encourage partners to succeed in their mutual go-to-market activities. These programs define the rules and agreements under which vendors and partners operate. However, partners often have little direct influence over how these programs are crafted or managed. Vendors can either elevate partners to new heights or dash their hopes and aspirations. Channelnomics reviewed years of commentary from satisfaction surveys that gathered insights from thousands of partners on their experiences and perceptions of working with different vendors. We aggregated and compiled these comments, identifying the actions that delight and frustrate partners. In this special episode of Changing Channels, host Larry Walsh explores the highs and lows of vendor engagements with partners – and what channel leaders can learn from them. Don't forget to like, comment, and subscribe for more episodes of Changing Channels. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): / channelnomics About Larry Walsh: • LinkedIn: / lmwalsh2112 • X (formerly Twitter): / lmwalsh_cn • Bio: https://channelnomics.com/team/larry-... Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC
Tuesday Nov 05, 2024
Tuesday Nov 05, 2024
In this episode of Changing Channels, host Larry Walsh speaks with Alessandro (Alex) Cattani, CEO of Esprinet Group, about the unique dynamics of working within the IT channel and distribution landscape across Europe. Unlike the United States, the European market is complex, shaped by distinct local economies, languages, and regulations across different countries. Cattani shares insights into how these regional distinctions require a highly localized approach, making distribution essential for navigating each country’s specific business climate.
The conversation explores the evolving state of distribution in Europe, highlighting the digital transformation reshaping distribution and the ongoing consolidation trend. As Cattani notes, while American distributors and global firms expand their footprint, smaller, regionally-focused distributors still play a critical role in servicing localized needs. This episode is an essential listen for anyone looking to understand the nuances of the European IT channel and how distribution strategies differ significantly from the American model. Tune in for expert insights on adapting to Europe’s fragmented market and the critical role that nimble, localized distribution partners play in supporting vendors’ success.
Don't forget to like, comment, and subscribe for more episodes of Changing Channels.
Follow us, Like us, and Subscribe!
• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): / channelnomics
About Larry Walsh:
• LinkedIn: / lmwalsh2112
• X (formerly Twitter): / lmwalsh_cn
• Bio: https://channelnomics.com/team/larry-...
About Alessandro Cattani
• LinkedIn: https://www.linkedin.com/in/acattani/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Oct 08, 2024
Tuesday Oct 08, 2024
In this episode of Changing Channels, Channelnomics's Larry Walsh speaks with Stephanie Chiras, Senior Vice President of Partner Ecosystem Success at Red Hat, to discuss the critical role collaboration plays in building and leveraging successful ecosystem channels. Chiras highlights how no single company can solve all customer challenges alone, emphasizing the need for multiple partners to work together to deliver comprehensive solutions. Red Hat, as a leader in open-source software, has embraced this collaborative approach by creating a flexible, modular partner framework that enables partners to engage more effectively with both Red Hat and each other. Throughout the conversation, Chiras explains how collaboration is essential for driving value through AI, hybrid cloud, and other emerging technologies, and how Red Hat is evolving its partner program to foster these collaborative motions.
Don't forget to like, comment, and subscribe for more episodes of Changing Channels.
Follow us, Like us, and Subscribe!
• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): https://twitter.com/Channelnomics
About Larry Walsh:
• LinkedIn: https://www.linkedin.com/in/lmwalsh2112/
• X (formerly Twitter): https://twitter.com/lmwalsh_CN
• Bio: https://channelnomics.com/team/larry-walsh/
About Stephanie Chiras
• LinkedIn: https://www.linkedin.com/in/stefanie-chiras-9022144/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Sep 17, 2024
Tuesday Sep 17, 2024
In this episode of Changing Channels, host Larry Walsh speaks with Sal Sferlazza, the CEO and founder of NinjaOne, a leading managed services platform, to discuss the evolving landscape of Managed Services Providers (MSPs). They dive into how NinjaOne has emerged as a competitive alternative in the crowded MSP market by focusing on simplicity, scalability, and superior customer service. From the rise of MSPs to the challenges they face in today’s complex and commoditized environment, this conversation covers how vendors like NinjaOne are helping MSPs consolidate their tech stacks, improve business outcomes, and grow their customer bases. Sferlazza also shares insights on future trends, including the role of AI and the ongoing transformation of the managed services industry. Tune in to hear about NinjaOne’s journey, strategy, and the broader managed services ecosystem.
Don't forget to like, comment, and subscribe for more episodes of Changing Channels.
Follow us, Like us, and Subscribe!
• Channelnomics: https://channelnomics.com/
• LinkedIn: https://bit.ly/2NC6Vli
• X (formerly Twitter): https://twitter.com/Channelnomics
About Larry Walsh:
• LinkedIn: https://www.linkedin.com/in/lmwalsh2112/
• X (formerly Twitter): https://twitter.com/lmwalsh_CN
• Bio: https://channelnomics.com/team/larry-walsh/
About Sal Sferlazza
• LinkedIn: https://www.linkedin.com/in/sal-sferlazza-64b916/
About NinjaOne: https://www.ninjaone.com/about-us/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC
Tuesday Aug 20, 2024
Tuesday Aug 20, 2024
Partner advisory boards (PABs) or councils (PACs) are integral components of many vendor channel programs, serving as crucial platforms for direct and candid dialogue between vendor leadership, channel managers, and partners. These forums allow vendors to gain valuable insights into their current operations and gauge partner sentiment regarding future plans and aspirations. While most vendors acknowledge the significance of PABs in their partner programs, the effectiveness of these forums can vary. Inconsistent execution or a lack of actionable feedback can diminish their value. Successful PABs require careful planning, coordination, active listening, and, most importantly, a genuine commitment from vendors to foster an environment where partners feel encouraged to engage meaningfully. Ivanti, a provider of security and IT management software, exemplifies the impact of a well-executed PAB. Through its robust advisory board, Ivanti gathers crucial insights and direction directly from its partners. In this episode of Changing Channels, Michelle Hodges, Senior Vice President of Global Channels and Alliances, shares her expertise on what it takes to successfully produce and leverage partner advisory boards for mutual benefit.
Check out Channelnomics’s Partner Advisory Board support resources:
- PAB Management & Support Services: https://channelnomics.com/pab/
- Partner Advisory Boards: A User Manual: https://channelnomics.com/partner-advisory-boards-a-vendor-user-manual/
- Choosing the Right Feedback Event: https://channelnomics.com/choosing-the-right-event/
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Channelnomics: https://channelnomics.com/
LinkedIn: https://bit.ly/2NC6Vli
X (formerly Twitter): https://twitter.com/Channelnomics
About Larry Walsh:
LinkedIn: https://www.linkedin.com/in/lmwalsh2112/
X (formerly Twitter): https://twitter.com/lmwalsh_CN
Official Bio: https://channelnomics.com/team/larry-walsh/
About Michelle Hodges
LinkedIn: https://www.linkedin.com/in/michellewhodges/
Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC
Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
© 2112 Enterprises LLC